Case study
The Gym Group
The Gym Group is a chain of 24/7, no-contract gyms in the United Kingdom with over 200 locations. They also offer free workout classes for members and have personal trainers.
The brief
The Gym Group’s New Year campaign ‘There’s a Gym Group ‘round the corner’ highlights that over 50% of UK adults are within a 15-minute drive of one of the locations.
The campaign was rolled out on digital, out-of-home, social media, and more! The only channel missing was a face-to-face engagement… which is where we step in.
Mechanics
We had 20 Brand Ambassadors in 10 locations across the UK* building awareness around the Gym Group and their offering.
The team spoke with people on the streets about their current exercise habits, what they look for in a gym, and how important a gym is to them.
Our Brand Ambassadors also had various goodies to give out to those who registered their interest in the gym, ranging from protein shaker bottles to leaflets to free day passes.
*Manchester, Birmingham, Brighton/Hove, Cardiff, Glasgow, Edinburgh, and four London locations.
Results
By the end of the campaign, we had…
Engaged 3,500+ members of the public
Achieved 2,000 sign-ups
Gathered actionable consumer insights for the brand
Deliverables
Promotional Staffing
Planning & Logistics
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